PERAN MEDIASI SIKAP HEDONIS DAN UTILITARIAN DALAM MEMPENGARUHI HUBUNGAN KETERLIBATAN AFEKTIF DAN KOGNITIF TERHADAP NIAT BELI PRODUK APPLE

PERAN MEDIASI SIKAP HEDONIS DAN UTILITARIAN DALAM MEMPENGARUHI HUBUNGAN KETERLIBATAN AFEKTIF DAN KOGNITIF TERHADAP NIAT BELI PRODUK APPLE

affective, cognitive, hedonic, utilitarian, purchase intention

This study aims to examine the effect of affective and cognitive engagement on purchase intentions on Apple-branded products with Hedonic and utilitarian attitudes as mediating factors. The data source applied to this research is primary data. The sample for this research is men and women aged 18 to 50 years who buy Apple-branded products on Java. The number of samples applied was 131 respondents who were selected through actual
purposive sampling based on certain criteria. Data collection was carried out by distributing questionnaires online using the Google Form platform. The collected data were analyzed using multiple linear regression methods with the help of SPSS software. Research findings show that affective involvement correlates with Hedonis attitudes of a consumer of Apple products, cognitive involvement influences utilitarian attitudes of consumers of Apple products, Hedonic and utilitarian attitudes influence purchase
intentions of consumers of Apple products, Hedonic attitude mediates the relationship between affective involvement and purchase intentions of Apple products, utilitarian attitudes mediate the relationship between cognitive engagement and purchase intentions of Apple product

Heni Kusumawati, Anisa Triska Sari

http://jam.stieykpn.ac.id/index.php/jam/issue/view/146

STIE YKPN Yogyakarta

Agustus 2023

Sri Wahyuni

ISSN 2621-7880 (Online) /1978-3116 (Cetak)

PDF

Indonesian

Text

Jurnal Akuntansi dan Manajemen STIE YKPN Yogyakarta 2023